Because when it comes to public relations, non-believers can produce a double-bummer -- missed opportunity AND a ton of wasted money. It really is a shame because we do public relations to change the behaviors of certain groups of people important to the success of those very Doubting Thomases.
And speaking of non-believers, what's the real reason some shy away from public relations? I believe it's because they don't understand, or believe, the direct connection between what public relations is capable of delivering and their need to achieve specific business objectives.
So, what do we say to non-believers?
Surely it's not that difficult a concept to understand or accept? People act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving your organization's objectives. That's pretty good!
Better yet, you can establish the degree of behavior change you want, up front, then insist on getting that result before you pronounce the public relations effort a success.
That way, you KNOW you're getting your money's worth.
But it gets better. How can you measure the results of any activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success when you meet that goal.
Public relations is no different. The client/employer wants our help in altering counterproductive perceptions among key audiences which almost always change behaviors in a way that helps him or her get to where they want to be.
But, the Doubting Thomases might ask, are we really qualified to do that job?
I think yes, because everything we do is based on the same realities -- people act on their perception of the facts, and we can do something about those perceptions. So, when public relations activity successfully creates, changes or reinforces that opinion by reaching, persuading and moving-to-desired- action those people whose behaviors affect the organization, the public relations effort is a success.
In practice, you may want people to perceive your organization more positively, thus strengthening its reputation. Or, you could communicate a company's strengths to a target audience leading them to a positive perception of the firm, in turn leading to new investments in the company's shares.
I know our non-believers are not primarily interested in our ability to communicate, paint images or schmooz with the media. Nor are they especially fascinated with our efforts to identify target audiences, set public relations goals and strategies, write persuasive messages and select communications tactics.
What I believe they DO want is a change in the behaviors of certain key audiences leading directly to the achievement of their business objectives.
Which is why I continually stress that quality planning, and the degree of behavioral change it produces, defines the success or failure of a public relations program.
Done correctly, when public relations results in modified behaviors among groups of people important to an organization, we could be talking about nothing less than its survival.
But that means public relations professionals must modify somebody's behavior if they are to help hit the objective and earn a paycheck - I believe everything else is a means to that end.
But, we can't let the Doubting Thomases off the hook without reminders that some very basic but unattended perceptions may be out there that could lead to very costly negative behaviors. For example, if sales prospects are unaware of your product or service, you will not get them as customers; if your customers don't remain convinced of the value of your product or service, you lose them; and if employees believe you don't care about them, productivity suffers.
And on and on when still more audiences like citizens, journalists, regulators, investors and legislators don't believe you.
So, what do I believe the unbelievers still want from us whether they know it or not? I believe they want us to apply our special skills in a way that helps them achieve their business objectives. But no matter what strategic plan we create to solve a problem, no matter what tactical program we put in place, at the end of the day we must modify somebody's behavior for them if we are to earn our money.
Which is why I say that when you measure our real effectiveness, you will be fully satisfied with those public relations results only when our "reach, persuade and move-to-desired-action" efforts produce that visible modificationin the behaviors of those people you wish to influence. In my view, this is the central, strategic function of public relations - the basic context in which we must operate.
As for the Doubting Thomases, I hope these remarks contain a nugget or two that assists you in leading them to a better understanding of how public relations works. Especially how it can strengthen relationships with those important groups of people - those target audiences whose perceptions and behaviors can help or hinder the achievement of their business objectives.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@tni.net.
Robert A. Kelly ? 2005.
Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.
Visit: bobkelly@tni.net; bobkelly@tni.net
tidy up service Glenview ..When properly applied by business, non-profit and association managers, public... Read More
Why, public relations that stays true to its fundamental premise,... Read More
Yup -- it's hot and sticky and you don't feel... Read More
The power of PassionPassion is an extraordinarily powerful spring. Without... Read More
In fact, here are three really foolish goofs made by... Read More
A few weeks ago I was participating on an on-line... Read More
Sometimes there seems to be no client news worthy of... Read More
Sure. What else do you call a human discipline whose... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
The media's role is to package and spread news, current... Read More
You've heard "them" say it, haven't you?By "them" I mean... Read More
If you get the hang of speaking to the press... Read More
To get someone's name in the newspaper or a product... Read More
You won't be if you accept a very simple premise.... Read More
When your public relations results pretty much depend on whether... Read More
The right kind of PR, that is, the kind that... Read More
Commit this to memory, please: To get in the media,... Read More
Think of a triangle. On the left, imagine the story... Read More
Keep these few crucial details in mind when writing and... Read More
Almost every day, I hear the same question, over and... Read More
The payoff for business, non-profit or association managers can be... Read More
Your public relations people are busy. The buzz is all... Read More
Some people think that publicity is all about paparazzi snapping... Read More
I believe this about public relations.People act on their own... Read More
How do you make a friend of the media? A... Read More
full-service cleaning Mundelein ..What is the one thing that all of the best... Read More
Unlike some professionals like lawyers and doctors, financial planners aren't... Read More
As a business, non-profit and association manager, how satisfied are... Read More
Should it be measured in "publicity by the pound," or... Read More
When special events and communications tactics rule the PR roost... Read More
When times are tough, it's no time to ignore those... Read More
While awaiting economic recovery, business needs to attract the attention... Read More
Photographs are essential for getting good publicity in the print... Read More
Getting on the radio can be a great tactical move... Read More
In competing for a piece of business not too long... Read More
Smaller companies don't always have the budget - or inclination... Read More
The call came into my office and the voice on... Read More
Today's issue of Lean Marketing Champions features tips on doing... Read More
Mark Twain once said the rumors of his death had... Read More
Whenever a recession or volatility threatens the economy, companies immediately... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
When you pay good money for public relations services, you... Read More
The Acai Berry is starting to gain world wide recognition... Read More
Don't let yourself be diverted by communications tactics playtime. You... Read More
When developing a publicity campaign for their business many owners... Read More
And show it for what it is - a humdinger... Read More
Better check out the public relations fundamental premise, then take... Read More
For many of us, the word quality is closely related... Read More
You won't accomplish much if you call the gas company... Read More
Although it seems less common these days, there are still... Read More
Public Relations |